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Greater Palm Springs CVB Amplifies its Oasis in Brand Campaign

By Laurie Haynes 09/27/2018

This year, Greater Palm Springs Convention and Visitors Bureau attained Visit California’s Poppy Award for Best Overall Marketing Program – $500,000 to $2 million for its “Find Your Oasis” campaign.

Since its inception in 2014, the campaign has helped to unify the nine resort cities within Greater Palm Springs, and truly showcases the power of collaboration while highlighting the rich cultures and experiences that await visitors in each city.

In 2017, the message reached consumers through print, TV, out-of-home, digital, social media and more. The campaign has continued to drive visitation to each city and increased consumer awareness of Greater Palm Springs as a top destination choice among travelers.

Over the years, the campaign’s creative marketing strategy has effectively evolved to stay aligned with SMARI research, travel habits and campaign ROI research. Greater Palms Springs CVB has expanded its marketing program from print, to digital, social media and television marketing, and shared the oasis that awaits travelers in ways like never before in 2017.

“We can just tweak each of the pillars each year, and the campaign keeps building upon itself in awareness,” said Bob Thibault, Chief Destination Development Officer. “It’s not like we’ve created a campaign that works for one year. This campaign has really good life, and it builds upon itself.”

Greater Palm Springs CVB develops all marketing creatives in-house, and the Find Your Oasis campaign compellingly highlights the destination pillars of outdoor adventure; health and wellness; and art and culture with emotive and inspiring content across an array of channels.

Whether travelers value relaxation, artistic appreciation, or otherworldly nature experiences, Greater Palm Springs CVB has shown that each traveler can decide what finding their oasis means to them, and provides the resources and inspiration to obtain it at their fingertips.

“Find Your Oasis is becoming a very powerful statement because it’s personal,” said Jeff Miraglia, Chief Creative Officer. “We shifted the paradigm of being a vibrant, modern, health-conscious, activity and adventure-driven, geographical oasis. Which is different than what people say is a desert community.”

With nine collaborative resort cities to draw inspirational content and experiences from, Greater Palm Springs CVB’s creative strategy has no limits. Travelers can find their oasis in any of the destination’s resort cities, which include: Palm Springs, Cathedral City, Desert Hot Springs, Rancho Mirage, Palm Desert, Indian Wells, La Quinta, Indio and Coachella.

Find Your Oasis has elevated the awareness of each city regionally, nationally and globally, and each city can easily stake its own claim within the overall destination brand. This collaborative synergy allows all visitors to fulfill their passions, whatever they may be.

“If you look at the mantra of the destination, it’s all about collaboration on every level now,” said Thibault. “We look to those cities to provide a different vision of the lifestyle, but combined, they make the Greater Palm Springs lifestyle.

"Even more, the Find Your Oasis campaign creates greater opportunity and marketing reach for local tourism businesses such as hotels and resorts, restaurants, retail and more by expanding their reach to national and global audiences.

"[The campaign] gives the hotels and resorts, and the other experience providers an opportunity to reach audiences that they weren’t able to reach without the global brand," said Miraglia. “We’re giving them the perfect frame work to really craft, sculpt and articulate their story.”

Greater Palm Springs CVB’s Find Your Oasis campaign continued to elevate the array of experiences that await visitors in the wondrous desert in 2017, and the collaborative culture throughout the destination will help to fuel the brand’s success for years to come.

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